Youth Travel and the 2012 Olympic & Paralympic Games

2012 Facts Over 9 million tickets 15,000 Athletes 20,000 Media 4 billion Global audience 26 Olympic Sports (300 events) 20 Paralympic Sports (471 events) 1 million pieces of equipment 60 days of Sport and Culture 808 days to go…

It’s already happening!

The scale of the challenge Alongside promoting Britain around the Games, we have to manage the expectations of the UK tourism sector. This is an excellent opportunity for us to improve the welcome we offer to visitors, regardless of whether businesses see a Games visitor in 2012. Additionally there is a big challenge to maintain visitors in 2012. It is well precedented that host nations and cities can experience the effects of a ‘stay away’. Managing this perception is a priority for ourselves and Visit London Managing Expectations - Not every UK tourism business will benefit directly from the Games Managing Perceptions – We will challenge assumptions that Britain is not open for business as usual during the year 2012

What’s in it for you?

Opportunities before the Games Operators such as JetSet and Sportsworld can unlock a wider Britain experience to Games time visitors. We will be making the introductions between these operators and UK suppliers, providing the links and forums for all parties to meet and develop exciting wave itineraries for individual leisure visitors through the major corporate hospitality arrangements. Of course Britain will remain open for business away from the Games – for example the Edinburgh Festival will be ongoing at the same time as the Games We will also be showcasing the best of British food and drink to the word during the Games. The Games will be the largest peace-time catering operation in the world. London 2012’s vision is to provide a wide choice  of food and drink for all customers at Games time, and to ensure that the best of British food is on offer Over 14 million meals will be served during the Olympic Games and Paralympic Games, across 40 locations.  Next year LOCOG will also launch a Food Charter, a campaign to encourage organisations throughout the events, catering and hospitality sectors to commit to supporting and implementing local, seasonal, healthier and sustainable standards across the industry Open Weekend & Cultural Olympiad Test events Pre-Games Training Camps / Torch Relay

Opportunities for the year 2012 Prices will always fluctuate due to a number of factors including seasonality, location, oil prices, etc. Britain remains a value for money destination with options for every wallet. Britain has a range of options and there is plenty for every visitor to enjoy, whatever their interest or budget. Be part of one amazing year of events and activities Commit to fair pricing and practices Invite the world

Games-time opportunities Operators such as JetSet and Sportsworld can unlock a wider Britain experience to Games time visitors. We will be making the introductions between these operators and UK suppliers, providing the links and forums for all parties to meet and develop exciting wave itineraries for individual leisure visitors through the major corporate hospitality arrangements. Of course Britain will remain open for business away from the Games – for example the Edinburgh Festival will be ongoing at the same time as the Games We will also be showcasing the best of British food and drink to the word during the Games. The Games will be the largest peace-time catering operation in the world. London 2012’s vision is to provide a wide choice  of food and drink for all customers at Games time, and to ensure that the best of British food is on offer Over 14 million meals will be served during the Olympic Games and Paralympic Games, across 40 locations.  Next year LOCOG will also launch a Food Charter, a campaign to encourage organisations throughout the events, catering and hospitality sectors to commit to supporting and implementing local, seasonal, healthier and sustainable standards across the industry Inclusion in hospitality packages Offers for independent visitors Media angles and coverage

Opportunities after the Games In recent research VisitBritain found that more than a fifth (22%) of respondents strongly agreed that they were more likely to want to visit Britain in the next few years because London will host the 2012 Games Britain is a sporting nation - potential visitors rank us 5th out of 38 countries for excelling at sport We have a great sports heritage and ‘cathedrals of sport’ of huge international appeal eg Aintree, Lord’s, Wimbledon, Old Trafford, St Andrews Old Course etc PLUS the new Olympic Park – all showcased on our website and part of our PR strategy. Convert interest into action New sites and products to experience Win more sporting, cultural and business events on back of proven success

Five golden rules re London 2012 It is OK to refer to the 2012 Games in editorial but not in commercial advertising materials Always refer to ‘London 2012’ or the ‘2012 Games’, never just 2012 Remember that the 2012 Games includes TWO events: the Olympic Games and the Paralympic Games Beware of doing anything which might create an association between the 2012 Games and goods / services or people / organisations providing goods / services NEVER use the Olympic rings, the Paralympic agitos or the London 2012 logo in any marketing material

For more information: www.tourism2012games.org